Showing Off Spencer-Discovering Spencer, the Brookfields, Worcester County, Massachusetts and New England: If Brand Doesn’t Matter, Where are you going to get your coffee this morning? Starbuck or Dunkin Donuts.

If Brand Doesn’t Matter, Where are you going to get your coffee this morning? Starbuck or Dunkin Donuts.

If Brand Doesn’t Matter, Where are you going to get your coffee this morning?   Starbuck or Dunkin Donuts.

The other day I was checking out my face book and found this from one of my friends,”

Let the Competition hire and bonus more top management; pay for Big Ads BUILDING their own Brand. Our agents like their passive profit share Mailbox money delivered to their personal accounts monthly to spend as they wish. We Open our Books and share our profits.”

 

Because my company is the one they referred to as” pay for Big Ads Building their own Brand”, it got me really
share the voice 
thinking.  Does this make sense?  We have one company that invests little to 0 dollars in media marketing, and the company I work for spends the most of any company in media marketing.  The above statement almost made me want to believe that Brand recognitions doesn’t matter. So my Question to the author of the above statement is, “Where are you going to get your coffee today, Starbucks or Dunkin Donuts?

In my industry (real estate) 40% of the buying population will be made up by first time home buyers.  The majority of these buyers are the Gen Y or Millennials.  What I know about them is they own an Ipad, Ipod, Iphone, they eat at Applebees, and TGIF, they shop at New York and company, American Eagle, Holister, and the get their coffee from Starbucks or Dunkin Donuts.

If we have the largest population, making up 40% of our buying power, how is it that Brand Doesn’t Matter?  Is it possible that it is a statement made up by a company not willing to invest in its Brand?

 

 Pam Crawford

Pam Crawford, ABR,e-PRO®,CRS,CDPE,LMC

Owner, REALTOR®, Managing Partner, MBA, BSBA
RE/MAX Professional Associates

 

phone/fax (508)-784-0503    
e-mail: Pam@PamCrawford.com
www.PamCrawford.com
www.CrawfordRealtyTeam.com

 

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Comment balloon 6 commentsPam Crawford • September 08 2012 06:21AM

Comments

We don't have a Dunkin in our small town of 10,000, easy choice. As far as real estate brands I don't see a lot of volume difference in The "big box brand" I work at and the small independent that i was at for a few years.

Posted by Rob D. Shepherd, Principal Broker ABR, GRI (Windermere/lane county) about 6 years ago

I think there is a difference in a product or commodity that is being marketed and sold and a service that is being provided. Those same Gen y and millennials may purchase a Starbucks coffee...but I doubt they choose their doctor because of the ad they saw...but rather what a friend told them, or recommended to them about the outstanding "service" of that particular physician.  I believe they would seek out that doctor whether they were at medical office building A or medical office building B.

Posted by Ken Brandon, Camp Lejeune, Jacksonville, NC (Coldwell Banker Sea Coast Advantage (Jacksonville, NC)) about 6 years ago

Ken, great point!  I do think that we often ask for a referral from a friend for a doctor,however many times our ultimate decission comes down to who our insurance or HMO allow us to use. We may have picked the insurance by brand, BCBS, Harvard Health etc.

 

Posted by Pam Crawford, Owner-RE/MAX Prof. Assoc.,MBA, CDPE, CRS, ABR (RE/MAX Professional Associates) about 6 years ago

Rob,

Why did you switch to a big box brand?

 

Posted by Pam Crawford, Owner-RE/MAX Prof. Assoc.,MBA, CDPE, CRS, ABR (RE/MAX Professional Associates) about 6 years ago

It had to do with the lack of ethics that the owner had. Too much time in the gray area.

Posted by Rob D. Shepherd, Principal Broker ABR, GRI (Windermere/lane county) about 6 years ago

Hi Pam.  Almost 100% of those 40% begin the hunt for real estate on the Internet.

Posted by Conrad Allen, Webster, Ma, Realtor (Re/Max Professional Associates) about 6 years ago

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